Brighton's Churchill Square hosts augmented reality fashion show
Launching today, the ‘Zap It, Unzip It!’ show will be the first of its kind for a UK shopping centre and will feature brands such as Debenhams, Warehouse, H&M, Miss Selfridge, Dorothy Perkins, USC, O’Neill, River Island, Burton, BHS and Next.
Shoppers will be able to view one of five “trend-focused” fashion shows on their smartphones by scanning unique codes which will be available right across Brighton. They will also be able to view information on prices and where to buy, take pictures of themselves and even make an appearance in the show.
Ed Jenkins, head of UK retail for Standard Life Investments, said: “It’s the first time augmented reality has been used by a shopping centre in this way and is a great example of how we are looking to use technology to inspire and drive shopper engagement across our portfolio. It is great to be leading the pack on this and we are sure this campaign will create a real buzz around Brighton and help drive footfall and retailer sales at the centre.”
The campaign has been developed by JLL Retail Marketing using augmented reality app Zappar.
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